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Companies waste hours in painful meetings debating theories that are not in fact matters of opinion. It’s too slow and decisions are still made by the loudest or highest-paid people.


Most companies use A/B testing for ads and headlines in the marketing team, but can we spread this test-and-learn culture across the org? Can we test product ideas or even new business lines? Yes! In fact, experimentation can change your culture, help everyone become more data-driven, and give people a sense of ownership.

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Now we have almost a hundred people singing from the same hymn sheet…


Absolutely worth it, it will stay with us forever.

Darina Garland   | Co-Founder - Ooni Pizza Ovens

Your Instructor:
Matt Lerner

In case we’ve not had the pleasure… Matt Lerner here, I’ve helped over 100 startups figure out how to grow. I started my career in Silicon Valley: 4 startups (2 losers, 2 winners, including PayPal). Next, I was the UK partner with Silicon Valley VC fund 500 Startups, where I got to “go deep” to help dozens of European startups grow (250% YoY on average). Now I run Startup Core Strengths, a virtual accelerator for Seed & Series A companies.

You will learn:

  • Design and run quick "growth experiments” 

  • Validate feature ideas before you build them

  • How to score and prioritise the most impactful experiments

  • How to test mobile app changes quickly without having to push updates

  • How to turn an idea into a testable hypothesis

  • The right questions to “debug” a failed or inconclusive test

  • Save months with Minimum Viable Tests (Small tests of big ideas)

Our goal for you:

Experiments give you a lot more than data. When you adopt a metrics-driven process of rapid experimentation, you transform your culture:

  • Build a test-and-learn culture around data

  • Foster a growth mindset and give your team a sense of ownership

  • Accelerate the pace of learning and execution

Once you start experimenting, you can’t un-learn it.

Who is this for?

This course is for entrepreneurs & growth leaders who want to help their teams move to a more data-driven approach. You’ll get experiment ideas that can work in any size organisation, from startups with little traffic up to corporations burdened with layers of process.

1. Focus

Zoom in on the most important parts of the business to focus your work and simplify resource decisions (e.g. spend, build, hire). You’ll spot and unblock constraints, and find and build out growth loops

2. Align

Give everyone a simple scoreboard so they can see how they’re doing, and understand how their work contributes to the company’s success. This will help individuals prioritise better, align and focus the team, and reduce silos and politics.

3. Simplify

Have more productive conversations with key leaders and investors, because you're working from a common set of assumptions

What kinds of business models will we cover?

  1. Simple B2C acquisition funnels (quick impulse-buy, DTC)

  2. Longer slower “Considered purchase” funnels (B2B and B2C)

  3. Enterprise B2B sales (lead-gen, nurture, sales)

  4. Marketplaces (2- and 3-sided)

  5. Mobile apps, traffic, installs through retention

  6. Viral / product-driven growth

  7. Subscription / retention-driven businesses (B2B and B2C)

  8. Content & inbound traffic models (incl. SEO and Influencer)

First, you’ll distill your business into a simple flow diagram. Then, you’ll identify key levers that drive your growth engine so you can prioritise areas of focus. This will also help you spot problems early if things aren’t lining up with your growth model.

What is a growth model, exactly?

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"The Core Strengths team helped us switch from debating theories to testing hypotheses, and it’s cut our CPAs by 90% in 18 months. And meetings are a lot less painful!"

Marcin Zaba | Head of Marketing, Audiens

Master JTBD for Marketing

April 20 & 22

15:00 -17:00 GMT

Solo = £400

Group = 3+ for £300

Limited to 25 attendees

Why are “growth models” critical?

When each person works from a different mental model (investors, product people, marketers, etc.) they each act from their own set of assumptions: E.g. product people want to research and build… marketing people want to buy ads or do branding… engineers want to refactor code or do iOS15 updates, compliance wants to comply and lawyers want to keep you out of jail (crazy, I know 🤷🏻‍♂️). Chaos ensues because everyone’s moving in different directions, and everyone passionately believes their thing is the most important thing in the company.

Simply put, your growth model lets you establish a common language, and give everyone a simple mental model to understand how their own work contributes to your overall growth.

Move beyond A/B testing, validate channels, product ideas, even entirely new business lines, before you build them.


Design and run quick “growth experiments” to accelerate the pace of learning and execution. 


Foster a test-and-learn culture based in data and results, not theories.

25 spaces available

Individuals £400 (or £300 if you buy 3 or more)
Dates: 20 & 22 April

15:00 BST

Startup Growth Leadership: Experimentation & Growth Mindset

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